Running Head: CHIPOTLE MEXICAN GRILL: STRENGTHS AND WEAKNESSES 1
Chipotle Mexican Grill: Strengths and Weaknesses
Identify your Competitive Advantage
Mrs. Sheral Phillips
July 22, 2013
Chipotle Mexican Grill: Strengths and Weaknesses 2
Like all other businesses, Chipotle Mexican Grill has several types of competitive advantages. Some of these advantages, people would not really expect from your everyday fast food restaurant. When people hear fast food restaurant they think processed food artificial flavors and fat. Luckily, as an advantage, Chipotle Mexican Grill does not obtain these typical stereotypes. However Chipotle Mexican Grill can fall short to several disadvantages.
Chipotle Mexican Grill develops and operates fast casual, and fresh Mexican food restaurants. There are about 1,230 restaurants in operation; the company serves a menu of burritos, tacos, and burrito bowl (Thompson, 2012). Chipotle Mexican Grill has several competitive advantages that set them apart from their competition. One advantage is the source of their ingredients; another advantage is their use of technology.
“Food with Integrity” the mission statement of Chipotle Mexican Grill. What does that mean? Chipotle Mexican Grill is dedicated to serving naturally raised meat that are fed a vegetarian diet, never given antibiotics or added hormones and raised in a humane way; they also use organic produce (Kelly, 2008). Chipotle Mexican Grills commitment to using the very best ingredients provides support for the local food systems and local economies. Chipotle Mexican Grill provides significant sources of income for local farmers, in addition, food processed locally generates jobs and helps stimulate local economies (Kelly, 2008).
Chipotle Mexican Grills other advantage that no other fast food restaurant has a free App available on the Apple App Store that allows anyone to order and pay for their food before...